Tools for the Digital Transformation

By learning the tools for the digital transformation, you will be able to apply a strategic methodology to analyze your market, identify opportunities and threads, define a plan to grow your business and respond to new entrants.

In this course, you will learn the concepts, study real emblematic business cases and create your own plan, understanding the process of managing innovation and adapting your organization to the changes that are coming with the digital transformation.

We'll study digital transformation through five key domains of strategy that are changing and being transformed by the digital transformation:

Customers: Thinking about customers as networks, and understanding their path to purchase.

Competition: Platform business models and how they're changing the relationship between organizations.

Data: Understand how you can build data as an asset in your business.

Innovation: How innovation is changing, transforming into a process of experimentation, AB tests and MVP.

Value: How value for businesses in the digital era is constantly changing?

What you'll learn-and how you can apply it

By the end of this live, online course, you’ll understand:

How to analyze the market

Identify trends and threads in your industry

Define the strategy to compete in a world ruled by the digital transformation

Plan the innovation in your organization

Study real business cases

Airbnb -> The Airbnb Business Model Map.

Facebook -> How Facebook uses data as an Asset?

Apple -> How Apple coopete with Google?

Google Glass -> How and why Google failed launching Google Glass?

And you'll be able to:

Identify new trends on customers behavior

Adapt your service to new customers needs

Create a market tunnel

Define the innovation strategy for your business

Identify business model options and define the best approach

Create innovation experiments with different approaches for different problems

Know the benefits of building a business platform and how to plan it

Survive to new disruptions

This training course is for you because...

You're working on companies or start-ups that have the need to adapt in a new disruptive world

You're working on projects of innovation

You want to learn the skills to prepare yourself for the new challenges that the digital transformation is creating

About your instructor

Fernando Damasio is an accomplished Senior Executive and thought-leader with more than 15 years of success across the technology, automotive, education, logistics, marketing, and steel industries. Leveraging extensive experience excelling in competitive markets, he is a valuable asset for a business developing its digital transformation and go-to-market strategy. His broad areas of expertise include technical skills, leadership, relationship management, competitive analysis, and methodology.

Throughout his career, Fernando has held various leadership positions including Engineer at Odebrect AS, Project Leader at Vale AS, Session Led at Udacity and CEO of CashFlix. Currently, he is the Product Leader and Founder of Skoods, Principal Consultant at Data Riders and Mentor for Udacity and Singularity University.

Fernando has had tremendous success over the years and has served as a key contributor to numerous organizational achievements. He was responsible for leading three of the largest projects at Vale, all of which were delivered on time and within budget. Fernando founded CashFlix in 2014 after raising investment for the company that provides an innovative purchasing solution that utilizes Machine Learning to read texts in photos of customer purchase vouchers. In 2017, he founded Data Riders, a consultancy company related to digital transformation and in 2018, he is founding a new company, Skoods, a crowdsourced self-racing car team.

Fernando received his Bachelor’s Degree in Automation and Control Engineering from Pontificia Universidade Católica de Minas Gerais and his Master of Business Administration in Project Management from Fundação Dom Cabral. He regularly participates in continuing education and professional development opportunities and has completed programs in Port and Harbor Engineering, Machine Learning Engineering, Self-Driving Car Engineering and Digital Strategies for Business.

Schedule

The timeframes are only estimates and may vary according to how the class is progressing

DAY 1 (4 hours)

Section 1: Five domains of digital transformation: (50 minutes)

The five different areas of strategy that have been transformed by digital technologies.

Concepts:

Customer: new customer networks;

Competition: build a platform, not products;

Data: transform data into assets;

Innovation: Rapid experimentation;

Value: Adapt your value proposition

Practical Exercise: Digital SWOT

Section 2: Customer Networks (50 minutes)

Looking at changing strategies for customers, specifically thinking of customers as customer networks and understanding their new path to purchase in the digital era.

Concepts:

New marketing funnel;

Path to purchase

Practical Exercise: Build a funnel

Break (20 minutes)

Section 3: Platform business model maps (50 minutes)

Platform business models, one of the key drivers which are changing competition and competitive strategies in the digital transformation era.

Concepts:

Definition;

Types of the platform;

Advantages;

Competition;

Network effects

Case: The Airbnb Business Model Map

Practical Exercise: Create a platform business model map

Break (20 minutes)

Section 4: Coopetition (50 minutes)

How competitive strategy is changing the digital age? Competition, intermediation, disintermediation and the rise of asymmetric competitors.

Concepts:

Competition;

Intermediation;

Disintermediation;

Asymmetric Competitors

Practical Exercise: Create a Competitive Value Train Analysis

Case: How Apple competes with Google

DAY 2 (4 hours)

Section 5: Data as an asset (50 minutes)

The idea of building data, not just as an operational process, but also as an asset in your business and what does that mean.

Concepts:

Key types of data;

Data-driven marketing;

Integrating different types of data;

Creating value

Practical Exercise: Build a Data Value Generator

Case: How Facebook uses data as an asset?

Section 6: Innovation and Experimentation (50 minutes)

How do we manage innovation? How do we understand and think about innovation?

Concepts:

7 Principles of experimentation;

Stages of experimental methods;

Dynamics

Practical Exercise: The experimentation canvas

Case: How and why Google failed to launch Google Glass?

Break (20 minutes)

Section 7: Adapting the value proposition (50 minutes)

Adapt your value proposition, understanding how to drive customer-centricity in a business during a time of change.